"remember you are not a salmon"

Fellow chocolate connoisseurs may have noticed this completely random statement on their Kit Kat wrappers recently. I have contemplated it many times over the last few weeks, done some research and still can't seem to come up with a sensible theory.
I want to take this opportunity to thank Nestle for putting my mind at ease over a question that has been burning me on the inside for way too long: Am I or am I not a fish?

Any explanations are welcome!

Please see evidence (captured by groc, another amused consumer) on flickr.